International marketing promotion/communication
The Role of Promotion
Promotion
Communication to build and maintain relationships by informing and persuading one or more audiences
Overall role of promotion is to stimulate demand by
building and enhancing customer relationships.
focusing customers on information about company activities and products.
promoting programs that help selected groups to build goodwill.
sponsoring special events that generate positive promotion of an organization and its brands.
Integrated Marketing Communications
Integrated Marketing CommunicationsCoordination of promotion and other marketing efforts for maximum informational and persuasive effect
Major goal is to send a consistent message to customers
IntegratedMarketing Communications(IMC)
Promotion
Personal Selling
SalesPromotion
PublicRelations
DirectPromotion
Advertising
PRODUCT
PRICE
PLACEMENT
COMPANY
Adapted or standardised?
The Communication Processwhat to adapt or standardize in intern.MKT?
Cultural context A
Cultural context B
Promotion and the Communication Process: Key Terms
CommunicationA sharing of meaning; the transmission of informationSource is a person, group, or organization with a meaning it tries to share with an audienceReceiver is an individual, group, or organization that decodes a coded messageCoding process (encoding) is the converting meaning into a series of signs or symbolsMedium of transmission is the the means of carrying the coded message from the source to the receiver
Decoding process is the conversion of signs or symbols into concepts and ideas
Noise is anything which reduces a communication’s clarity and accuracy
Feedback is the receiver’s response to a message
Channel capacity is the limit on the volume of information a communication channel can handle effectively
GOALS OF PROMOTION:
Awareness knowledge liking preference conviction purchase
SAME OR DIFFERENT ABROAD?
SAME
OR
DIFFERENT
ABROAD?
Push and Pull Channel Policies
Push PolicyPromoting a product only to the next institution down the marketing channel
Pull PolicyPromoting a product directly to consumers to develop stronger consumer demand that pulls products through the marketing channel
Major Decisions in Advertising SAME OR DIFFERENT?
Mission
Money
Media
Message“6 M’s of Marketing
Communication(John Quelch)
Measurement
“Market”(target
segment
EXAMPLE – MEDIA - NEWSPAPER
Norway – 4mil.inh.
1 daily morning newspaper
Uruguay – 3 mil. inh.
21 daily newspaper
Turkey
380 daily newspaper – political position of each of them
Japan
5 national daily newspaper
Geograph. cover - national vs regional/local,
Character – serious vs ????????
Separation between editorial and advertising content
Advertising – TV and radio
Prime time
State(national) channels vs private vs satellite vs digital
Law – regulation and restrictions
(EU – misleading advertisement)
Share and reach - TV vs radio
Personal selling - example
„A Briton visits a Saudi official to convince him to expedite permits for equipment being brought into the country. The Saudi offers the Briton coffee, which is politely refused (he had been drinking coffee all morning at the hotel while planning the visit). The latter sits down and crosses his legs, exposing the sole of his shoe. He passes the documents to the Saudi with his left hand, enquires after the Saudi´s wife and emphasises the urgency of getting the needed permits.“ (GHAURI, P., CATEORA, P., 2006).5 MISTAKES OF SILENT LANGUAGE
Selling orientation (USUNIER, J.C., 2006)
Hard vs sell aproach
collective sollution or and individual benefit?
Customers´s
friend
Problem
solver
Soft sell
Order taker Hard sell
Concern for achieving the sale
Concern
for the
customer
Examples of pers. selling aproach
Germany – hard sell – be persistent, mak visits, offer trials, be very visible,have numbers and facts
UK – sof sell – do not be pushy, try to chat and convince – but also with hard facts
Italy – hard sell – argue strongly
Japan - sof sell – no win arguments but modest, rational and down-to earth points
Types of Consumer Sales Promotion Activities
Coupons
Price discounts (cents off)
Buy this, get that packs
25 percent more free
ContestsConsumer
Premiums
SamplesFree use in B2B
Loyalty rewards
ADAPTATION?
Types of Trade Sales Promotion Activities
Temporary price reduction
Increased margin
Trade deals“buy 6 ship 8”
Annual sales volume rewards
Be careful about anti-trust
Contests (sales force)
ADAPTATION???
Sales promotion - examples
Italy – authorizes lotteries and sweepstakes where prizses are not in cash but in kindFrance – no purchase is allowed to enter the competitionScandinavia – every promotion has to be approved by an official bodyInflation rate and value of couponsFree sample – a sing of poor quality?Free sample and gifts – theft in channel?
Christmas commercials round the world – standardisation or adaptation?
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